Our analysis of the industry, other relevant categories and popular epicurean culture created an innovation territory centered on barrel-aging, due to its growing popularity outside whisky and wine. It was a delicate mission to have the Buchanan's brand more directly reach out to Mexican aficionados, inspiring a collaboration with Don Julio, a brand that carries much affection and national pride. Together they could pay homage to Mexican spirits culture while helping both brands push their traditional boundaries. Paying special attention to design and brand integrity, the concept was optimized with loyal consumers and master blenders to produce something truly groundbreaking while remaining familiar.